随着经济的发展,人民的生活水平不断提高,节能门窗市场也得到了快速的发展。在当今门窗

市场同质化势严重的情况下,得渠道者得天下。谁能很好的把握消费者,谁能在营销渠道的建设上

精耕细作,谁就能取得市场的领导地位。因此,企业之间也由产品竞争,价格竞争发展到营销渠道

竞争。营销渠道是企业的无形资产,一个企业一旦拥有了四通八达的营销渠道网络,就等于有了决

胜市场的控制权。渠道的选择直接影晌和制约着其他基本策略,如何建立营销渠道是企业面临的最

重要的决策之一。

文章结合营销渠道建设相关理论与方法对A节能门窗公司营销渠道的建设问题进行了研究。首

先,对A节能门窗公司的基本情况、组织结构、产品与业绩构成进行了概述,对A节能门窗公司基

于营销渠道现状进行了分析,论述了 A节能门窗公司发展节能门窗产品面临的渠道变革及不足之处;

然后,文章在对节能门窗行业特征及渠道发展现状、问题与趋势进行分析基础上确定了A节能门窗

公司营销渠道的优化目标,并对营销渠道的结构、功能和具体渠道关系进行了设计;其次,文章从

中间商的选择途径、条件和评估方法上确定了A节能门窗公司的渠道商选择策略,提出了中间商的

激励以及对价格、窜货等的管理措施;最后,文章从组织结构搭建与人员招聘管理、制度建设以及

风险控制等几个方面论述了渠道的控制措施。

通过文章的研究,理论上对节能门窗领域营销渠道的研究起到了拓展和丰富作用;实践上通过

对A节能门窗公司渠道的梳理和优化,建立了节能门窗领域的新的渠道模式与策略,对公司渠道建

设能起到引导作用。

关键词:节能门窗,营销渠道,优化设计

I

Abstract

Witii the development of economy, people's living standards improved, and energy saving doors and

Windows market also obtained fast development In today's doors and Windows market homogeneity

potential severe cases, have to channel flie the world. Who can be a veiy good grasps the consumer, who

can in the marketing channel on the construction of intensive cultivation, who can achieve market

leadership. Therefore, the enterprise by the competition between the product, price competition

development to the marketing channel competition. Marketing channel is the intangible asset of an

enterprise, an enterprise once have extensive marketing channel network, is to have tihie control of betting

market. The choice of channels directly influences and restricts the other basic strategy, how to establish

enterprise marketing channel is the most important decision facing one.

Combining with the construction of marketing channels of the theories and methods of eneigy-saving

door window to A company of the construction of the marketing channel. First of all, to A energy-saving

door window company basic,organization structure, product and performance constitute outlined,

energy-saving door window to A company marketing channel based on analysis of the current situation,

this paper discusses the energy-saving door window company A door window product development of

energy saving face change channels and its deficiency; And then, based on the eneigy saving door window

industry characteristics and channel situation, problems and development trend of A determined based on

the analysis of ene^y-saving door window company marketing channel of the optimization of the target,

and the marketing channel of the structure, function and specific channels relationship between design;

Secondly,this article from the middlemen options, conditions and evaluation method to determine the

energy-saving door window on A company's distributors selection strategy, and puts forward the

middlemen to price,the incentive and the management measures such as there goods; Finally, this article

from the organization structure set up and staff recruitment management, system construction and risk

control and so on several aspects of the channel control measures.

Through the study of the theory, the energy conservation field marketing channel of door window a

development and rich role; Practice of energy-saving door window company through A channel pectination

and optimization, set up the new energy-saving door window field channel mode and strategy, to company

channel construction can play the lead role.

Keywords: energy-saving Endows marketing channels the optimization design